Leading Forward: Building on a Century of Agency Impact with a Vision for the Next Era of Agencies

At the 2025 Cannes Lions International Festival of Creativity, 4As CEO Justin Thomas-Copeland joined Jill Kelly, North America CEO, Assembly Global in the Stagwell Sport Beach Content Studio for a candid conversation on his role, vision, leadership style and more. Take a listen to the full conversation.

Read on for a glimpse into Justin’s reflections on his first six weeks as 4As CEO, his vision for the organization and industry and perspective on the shifting landscape.

When I stepped into my role at the 4As a few weeks ago, I made a clear and conscious decision to lead with listening. I spent time connecting with my executive leadership team, with staff across every level and with our members, trying to understand what this moment in our industry demands and sharing who I am, what I represent and what I aim to bring to this historic organization.

That human exchange, grounded in accountability and curiosity, has defined my first six weeks. What’s become increasingly clear is this: we are at a crucial inflection point in the agency world. Disruption is constant. But with that comes the opportunity for reinvention. And that’s exactly why I took on this role.

Why the 4As, Why Now?

After 32 years of running agencies around the globe, as a founder, entrepreneur and executive, I saw something different in this opportunity. The 4As is more than just an association; it’s a 108-year-old institution that has supported the evolution of American advertising. And I believe it’s now poised to lead its redefinition.

Two things compelled me to say yes:

Impact at Scale: The work of the 4As can help shape the future of thousands of agencies—independent, holding company, challenger networks and emerging models alike. That kind of scale doesn’t just influence an industry. It can influence culture and commerce.
Building on a Strong Mandate: This is a moment to strengthen and expand the value the 4As brings to its members. For more than a century, the association has been a vital force in shaping the agency landscape. That foundation gives us the credibility and responsibility to lead through a period of unprecedented transformation. It’s not just about sustaining our role; it’s about deepening our relevance and impact in real time, guiding agencies with clarity, support and strategic foresight.

A New Portrait of the Agency Ecosystem

Gone are the days when you could categorize agencies by size alone—big, mid-market, boutique. Today’s landscape is far more dynamic:

Holding companies are consolidating and divesting.
Challenger networks are tech-native and agile by design.
Independents are thriving with vertical specializations.

If you were to map it out, the shape of the industry today would be unrecognizable compared to even a decade ago. What excites me is that the 4As can be the connective tissue between all these entities, offering insight, advocacy and support that meets them where they are.

We’re here to ensure that the next century of this industry is even more diverse, dynamic and creative than the last.

AI and the Future of Talent

No conversation about the future of our business is complete without AI. But while much of the focus has been on automation and productivity, I believe the deeper shift will be in talent strategy.

AI will absolutely reshape our workforce. We’ll likely see fewer traditional entry-level roles and greater demand for hybrid thinkers who can co-create with intelligent systems, continuously learn and turn data into insight and insight into action.

To stay ahead, agencies must adopt a Human Capital Management (HCM) mindset. That means:

Continuous upskilling
Strategic talent investment
Redefining roles around co-piloting with AI tools

Great work has always been powered by human creativity. AI doesn’t replace that. It redefines the environment in which it thrives. The agencies that succeed will be those who marry tech innovation with human ingenuity.

4As Resource: The State of GenAI Inside US Marketing Agencies, 2025

Preserving Culture Amid Consolidation

Holding companies are undergoing an identity shift. Centralization, simplification and consolidation are happening fast, and in many cases, they’re necessary.

My advice to anyone navigating that transition is this: do not lose sight of culture. Culture is where creativity lives. It’s where insight originates. And it’s what attracts and retains talent in a fiercely competitive world. Processes and platforms are vital, but without cultural connectivity, you lose the soul of your agency. And ultimately, you lose the work.

4As Training: Creating a Culture of Belonging (Free for members)
For the Culture: Talk by Dr. Marcus Collins, StratFest 2023

My Leadership Style

I show up with energy. I believe in safe spaces that unlock people’s best work. I believe in an expansive vision, seeing beyond the moment, beyond the brief, beyond the borders of the U.S. in a sense. Even though we are a proudly American association, we influence global spend and global standards. And perhaps most importantly, I believe in accountability. I don’t see this role as one of ceremonial leadership. I see it as a platform for measurable, scalable impact. Every conversation, every initiative, every partnership should move the industry forward.

A Surprise and an Opportunity

What’s surprised me most in these first weeks? The openness and willingness of our members to share. This is a competitive industry. Agencies guard their secrets and their strategies closely. But when the environment is right, when trust is built, leaders are more than willing to come together to solve the big challenges: AI, pitch costs, remuneration, DEI, talent retention. That kind of collective energy is powerful. And it points to a key role for the 4As, not just as a convener of conversation, but as a driver of change.

Looking Ahead

There’s important work ahead. How do we support the new agency models that don’t see value in associations—yet? How do we become indispensable to them? How do we lead the conversations that matter most, not just in the boardroom, but in the trenches, in the communities, in the work?

I don’t have all the answers yet. But I do know this: the 4As has a future as bold as the industry it serves. And I’m here to help shape it with energy, vision and accountability. Let’s get to work.